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Optimizing Mobile’s Role in the Marketing Mix: Findings from 100+ Studies

Vassilis Bakopoulos, Head of Industry Research for the Mobile Marketing Association, and Rex Briggs, CEO of Marketing Evolution, presented the strong positive impact mobile marketing has on the brand-consumer relationship.  

Results of the SMoX program demonstrated that:

  • Mobile can drive results across the entire purchase funnel.
  • Double digit mobile allocation within the total marketing mix is optimal.
  • Additional suggestions to optimize mobile investment were presented.


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